Put yourself, for a moment, into the shoes of a manager in a big public sector organisation, in almost any country in the richer parts of the world (well, except Norway, maybe). Times are tough. Budgets are shrinking. And yet some annoying nerd from the corporate web team keeps nagging you about the fact that the organisation’s website and social media usage are not up to scratch.
You sigh. How can they not get it? Last year you had to serve a million people with £x, and this year you’ve got to serve 1.1 million with £x minus a lot. You’re desperately trying to think of ways to avoid serving extra people with services that you already can’t afford. You’re tightening eligibility, closing branches, laying people off, shortening hours.
And yet this annoying ‘webmaster’ person keeps saying how important it is to make your site easier to use. Don’t they understand that ideally the site would be virtually impossible to use? Don’t they know that most big IT projects turn into massive black-holes for money anyway? And how can they not see the obvious truth, which is that we should leave the stupid website well alone until the good times return?
Seductive logic but the wrong conclusion
This seems like a pretty open-and-shut argument. If you want to spend less, why on earth make it easier for people to ask you for more services?
But as seductive as this argument is, it’s also wrong. Here’s why.
1. Using bad design to limit demand is a way of guaranteeing that you spend more of your money on the people who need it least. Skilled computer users can get past all the hurdles and pain points created by bad digital services. Those people also tend to be the richest and best educated people in society. So bad digital service design is a filter that almost guarantees that you’ll be serving the people who need your services least. And you still want next year’s budget renewed, do you?
2. It creates unnecessary costs that will keep rising as times get tougher. If you can’t effectively use digital channels to explain what you do and don’t offer people, then those people aren’t all going to vanish. In fact most of them will persist. And once they find it impossible to use your digital channels, they’re going to phone up, then send you letters and emails, then visit your offices and perhaps even complete entire application forms that you’ll have to process and reject. That’s all a lot more expensive than a simple, well written, easy to find page that says what services are and are not offered, and to whom.
3. You’re missing a fantastic chance to generate empathy from the public. Public servants often complain that the public doesn’t understand the constraints and compromises that have to be made when delivering public services. But what better time and place to explain about limited budgets and hard choices than when someone is trying to access a service that cannot be provided? High quality digital services are a fantastic platform to explain these dilemmas. I would love to see councils using comments on FixMyStreet and FixMyTransport reports to say – in public – that ‘we can’t afford to fix this’. From that clear, accessible confession, we could all benefit from a wider public debate about why services are being limited.
4. Bad design makes people think you’re lazy and incompetent, not that you are making hard, difficult choices with limited budgets. When I try to buy a book on Amazon and it’s out of stock, it doesn’t just crash, or give me false information, or become unusable. Instead it says sorry and I say ‘oh well’ and move on. If Amazon lied to me about the stock, or became impossible to use, I’d think it was run by a bunch of incompetents. It would not cross my mind for a nanosecond that this was a bold, difficult choice made by people managing tough problems.
Tom Steinberg is the director of mySociety, and a consultant at mySociety ltd, our subsidiary that aims to help our clients serve the public with brilliantly simple online tools.
Photo by Alan Levine (CC)